Language

Blog / PC on the runway

Kendall Jenner, the New Generation of Estée Lauder.

Kendall Jenner announced to her 16 million Instagram followers last week that she is the new ambassador for cosmetics super brand Estée Lauder. 2014 has been a huge year for the Keeping Up With The Kardashians sister, who has managed to segway from reality TV to the runways of Paris and Milan - walking for Chanel and Dolce & Gabanna to mention specifics.

Kendall is the essence of the next generation of girls who are growing up and starting to pick their loyalties towards brands they choose to connect with and buy. As an Instagram icon with gorgeous looks and a household name (not to mention her massive social media following), the young model is an absolute shoe-in for the cosmetics giant, who clearly understand the power of young online influencers. "According to data provided by the company, on the Saturday of the announcement, EstéeLauder.com received six times the number of unique visitors as on an average Saturday. Within 48 hours of the announcement, 90 percent of visitors to the site were first-timers, 71 percent viewing the site on a mobile device." (New York Times, Keeping Up With Kendall Jenner. November 21, 2014.)

Kendall will lead an ongoing online campaign which begins with her favourite picks from the current product range. In her own words from an interview with fellow Estée Lauder ambassador Joan Smalls, "I’ve grown up with Estée, that was all my mom would use. I remember the old lipstick cases that were gold and mirrored. It’s such a family brand for me because it’s been there my whole life."

You might also like...

Nicholas Ghesquiere presented his Louis VuittonSpring 2015 collection from the depths of the soon to be opened Louis Vuitton Foundation, located in a magnificent purpose built Frank Ghery creation in the middle of Bois de Boulogne, Eastern Paris.

Raf Simons continues to make waves at Dior for his avant-garde and audacious designs for the classic Parisian fashion house. Simons has been lauded for his blend of history, present and future in both prêt-à-porter and haute couture collections.

Hollywood's golden girl Jennifer Lawrence continues to exude downtown glamour in her latest campaign for the house of Dior. The boxy Be Dior handbags were first seen earlier in the year on the Fall 2014 runway, and Lawrence is undoubtedly the ideal face for this new collection.